Senior Social Media and Content Lead

About the role

Sarya Holdings is looking for a senior social media and content lead to turn a multi-brand food and beverage portfolio into distinctive, culturally relevant and measurable social content across the UAE and Saudi Arabia. This is a hands-on leadership role reporting to the Group Marketing Manager, owning strategy, creative direction, team, creators, collaborations, agencies and performance.

Key responsibilities

• Set annual and quarterly social strategy for each brand and market, with distinct UAE and Saudi approaches, and design the team's operating model
• Raise the creative bar, write and improve briefs, scripts, captions and shot lists, and lead priority shoots
• Define the role of Instagram, TikTok, YouTube, Snapchat and emerging channels, and track cultural signals and competitor activity
• Build an always-on influencer and UGC pipeline, manage agencies and creator relationships, and originate brand, platform, community and event collaborations
• Own the creative testing agenda and turn results into decisions on hooks, duration, framing, talent and CTAs
• Structure, lead and coach a team of social media executives, content creators and design/production support, and hold agencies accountable for quality, timing and budget
• Set meaningful KPIs and deliver concise monthly reports

Required profile

• 5+ years in social media, content or integrated digital, including at least 2 years leading people, agencies or substantial multi-brand work
• Proven experience building a team structure, workflow and social content system for more than one brand, audience or market
• Experience building an always-on influencer and UGC pipeline and managing agencies
• Experience originating and delivering collaborations with brands, platforms, communities, events or cultural partners
• Working knowledge of paid-social creative, testing principles and creative performance metrics
• Current knowledge of UAE and Saudi audiences and social media behaviour (essential)
• F&B, FMCG, retail, lifestyle, entertainment or another culture-driven consumer category background strongly preferred
• Professional fluency in English; Arabic is a strong advantage, and candidates without Arabic must show experience directing Arabic content with native-language reviewers

Required skills

• Strong analytical skills and confidence turning platform, creator and campaign data into decisions
• Excellent visual judgement and deep knowledge of major platforms, creator ecosystems and audience behaviour
• Clear leadership, feedback and stakeholder management in a fast-paced environment
• Proactive communication and time management